Over the last 100 years or so, the pursuit of female physical perfection has included organ-crushing corsetry, starvation and the surgical insertion of synthetic implants. But finally, it seems, the healthy goal of becoming physically strong is gaining popularity.

You may think this is nothing new. But Evelyn Stevenson, model, personal trainer and British champion powerlifter (last weekend, she won silver at the World Championships), says she has only recently seen a change in her clients' ambitions. "They used to say: 'I want to tone up and lose weight.' But weight isn't the best indicator [of fitness]," she adds. "Recently, a new client said: 'I really like the athletic build that Jennifer Aniston has.'"

This growing acceptance that strong physiques are not anti-feminine has been reinforced by the prominence given to female competitors in the run-up to the London Olympics – in mainstream media as well as on the sports pages. When Victoria Pendleton followed up her cycling gold medal in 2008 by turning FHM cover girl, it felt like something new: the world had decided women could be both sporty and sexy.

Nevertheless, Stevenson says she often has to reassure clients that weightlifting is not necessarily a path to a bulging body-builder's physique. Low testosterone levels mean women are unlikely to bulk up, and a training programme focused on larger weights rather than lengthy sessions will lead to a toned, rather than ripped, appearance.

Perhaps the best thing about pursuing strength over slenderness is that it can transform your relationship with your body from one of criticism (why can't I fit into those jeans?) to one of pride (look at the size of the weight I'm benchpressing). "Being fit is – I don't want to say sexy, but empowering," says Stevenson. "I know I can carry my bags home from Sainsbury's."